Fadi Yaish is set to return to the region to take on the role of regional executive creative director for Impact BBDO in Saudi Arabia.

Yaish, who had been spending time with family in Canada, was with FP7 until August last year, when both he and chief creative officer Daniel Georr parted company with the agency. It is understood that he will begin his new job at the beginning of March.

Dani Richa, chairman and CEO of Impact BDDO Group MENA/Pakistan, said: “Saudi is a very important market and we feel as a group that great work has to come from across the network, and as a commitment to that market we’ve chosen a senior creative with a proven track record.”

Yaish became executive creative director of FP7 Dubai in January 2011 following restructuring of parent company MCN’s senior management. He had moved from FP7 Bahrain, replacing Georr, who become FP7’s chief creative officer for the region.

It is understood that Impact BBDO is to make further changes to its creative leadership in the coming weeks, although nothing has yet been confirmed.

Not trying to be an apologist, but if you knew anything about advertising, you would know that it’s perfectly fine (and often more effective) to not mention the brand or the product until the last second… As long as the narrative is relevant and meaningful to the product or brand, the effectiveness of a film in communicating a message which might strongly position the product or brand does not rely on showing the product or brand early in the copy. Thanks, that is all.